Getting Information When and Where Consumers Need It–Who is Getting Integrated Application Marketing Right?
Marketers understand that users want information where and when they need it. Mass advertising has lost effectiveness because people tune-out when the message is not relevant to what they are doing at the moment. Integrated applications are a key to creating that envied relationship with consumers allowing them to engage with you whenever and wherever.
WeatherBug®, a brand of AWS Convergence Technologies, is getting it right. WeatherBug gets up-to-date weather information, weather forecasts and weather alerts whenever and wherever the consumer needs the information and also alerts the user to hazardous conditions. WeatherBug is now available at their web site, through a desktop app, through a mobile app, through a browser app and even as a Facebook app. Now that is integrated content delivery.
Benefits of Marketing with Various App TypesWeb site – Useful when consumer is searching for weather information or knows where to find it.
- Desktop App – Weather information is available on the desktop. Great top-of-mind awareness while the consumer is on the PC and makes for easy consumer access.
- Browser App – Particularly useful for adding browser utility, messaging–think alerts–as well as interfaces with the search experience.
- Mobile App – Weather information is available when the consumer is away from their computer—on the run. Mobile apps are great for use away from home/work. Negatives are the limited user experience and current penetration.
- Facebook/Social App – Allows consumer to personalize their fan page with the weather. The goal for social apps is simplicity and entertainment to encourage sharing so the app goes viral.
No wonder WeatherBug is used by 21.5 million consumers. Using integrated application marketing to put weather updates where and when the consumer is looking for them is a strategy for success. Making sure you match the type of app to the consumer usage pattern is just smart marketing.
Deborah Manthei, Director of Marketing Communications, W3i, evangelizing the use of consumer application marketing to engage brands’ essential users.
Find Out More on How W3i Can Grow Your Consumer App Business
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